Research interests:
Consumer culture theory (CCT): materiality of consumption & branding; consumer activism; socio-cultural factors shaping consumption experiences and behaviours. Consumption, marketing, and development in transitional societies.

Selected publications:

• Kravets, O. and O. Orge, (2010) "Iconic Brands: A Socio-Material Story," Journal of Material Culture, 10 (2), pgs. 205-32.
• Ger G. and O. Kravets (2009) "Special and Ordinary Times: Tea in Motion in Time," in Consumption and Everyday Life: Practice, Materiality and Culture, eds. Elizabeth Shove, Frank Trentmann and Richard Wilk, Oxford UK: Berg, pgs 189-202
• Kravets O. and B. Tari (2008), "A Friend And/Or A Foe?: Exploring Activeness Of Objects In Consumption", in Advances in Consumer Research, v. 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research.
• Kravets, O., (2007) "Consumer Vigilantism," in Advances in Consumer Research, v. 34, in Advances in Consumer Research, v. 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research. 6